history

Case Study - St Andrews Beach

GSM commenced at St Andrews Golf Course in October of 2009, with their initial objective to transform the perceptions of the course from an elitist member only golf club to an affordable pay for play golf course which all golfing enthusiasts could enjoy. Following overcoming the initial hurdle GSM hoped to create an affordable yet memorable golfing experience for whom ever played on the course.

There were a number of challenges that GSM had to overcome, particularly as the contract in place was to help the stakeholders sell the venue and therefore GSM’s future is potentially short term.

To ensure the transformation was a success the following areas were a priority.

• Negative Feedback from past members
• Negative Rumours from industry
• Gain confidence of the industry partners of the venues future
• The need to shift mind sets of public who felt the course still overgrown and not kept up to  standards
• Issues with the internal telecommunications

The advertising strategies that were put in place to shift views included:

• Email and SMS blast to GSM database
• Website launch
• Incentive to social group coordinators to book in the 2009 year
• SEN radio campaign including prize giveaways
• PGA of Australia website and press release – generated visit day 1 from ABC news
• Minor refurbishment of clubhouse to improve image
• Signage
• Networking –  GolfLink, Golf Clearance Outlet, Tour Operators, Local Hotels/Motels,
• Industry Golf Day
• Local newspaper advertisements.
• Adverts in national golf publications

To ensure our growth at St Andrews Beach Golf Course after re-opening GSM created a number of strategic partnerships and advertising campaigns;

• Created partnership within golf industry, such as special price for Sandbelt Club members
• Created partnership with Melbourne Cricket Club members
• Created partnership with Golf Clearance Outlet and utilized their massive database for promotion
• A big advertising push on the number 10 ranking in Australia
• Rolled out a  new web based timesheet for ease of booking

St Andrews strategies were extremely successful as usage at the course increased significantly from day one in operation:

• Overall St Andrews Beach has seen a total of 15,900 rounds of golf over the first seven months that GSM have been managing  the facility. Considering the budget for the opening year was 17,000 players, its been an amazing success so far and with bookings strong into 2011, the future is very bright.

Positive advertising and marketing strategies initiated early in the undertaking of St Andrews Beach generated the initial success, and continuous advertising and course upgrading continued it. GSM is renowned for its proactive approach to marketing and advertising at their venues and it is no wonder that with over 20 years of experience and expertise in the industry St Andrews Beach flourished from day one and continues to beat all expectations.

CASE STUDY- AMSTEL GOLF CLUB

GSM have been involved with Amstel Golf for over 20 years stemming back to when it was operating as an 18 hole private  course.  With the development of Ranfurlie, there are now two completely different courses operating similarly under the Amstel brand, one a member’s only championship golf course the other a popular public golf course.  Both courses have had their own set of challenges.

Amstel Golf Club is unique in its position in the market. Located in Melbourne’s south eastern suburbs, the area is best described as a working class area, accordingly GSM is  continually offering value for money through an ever changing marketing program. The awareness to capitalise on the ever changing trends of the golfing industry has enabled GSM and Amstel Golf Club to prosper.

Some of the policies and marketing GSM initiated includes:

Human Resource Management

• Staff Manuals
• Employment
• Training

Motorised Golf Cart Fleet Operation

Purchasing and Related Promotions

Marketing

• Direct – SMS, E-mail, Websites, Newsletters
• Database Maintenance
• Point of Sale Displays, Ticketing
• Clearance Sales

State of the art POS Retail and Electronic Tee time Systems

Accounting, Secretarial and Business Planning

Amstel Golf Club’s success can be seen by the success at both the Amstel Park golf course where round numbers are high throughout the year and also by the increasing number of golf club members at Ranfurlie Golf Course.  Management of the two courses has been a challenge which GSM has taken head on and has resulted in GSM being seen as a multi faceted organisation capable of providing high quality service to a number of golf venues.